Contrasting the Efficacy of the Type of Influencer to the Type of Product: The Mediating Effect of Perceived Authenticity
Published online on September 10, 2024
Abstract
Global Business Review, Ahead of Print.
With advent of artificial intelligence applications, managers and policymakers are challenged to incorporate such transformative technology into their practices. Drawing upon the match-up hypothesis, this article aims to examine how consumers respond to ...
With advent of artificial intelligence applications, managers and policymakers are challenged to incorporate such transformative technology into their practices. Drawing upon the match-up hypothesis, this article aims to examine how consumers respond to ...